Silver Jubilee of a Successful Association

07 January 2025

Diesel & Motor Engineering PLC (DIMO) and Mahindra have journeyed a long way together and touched many milestones. Founded in 1939 by four entrepreneurs – Pandithage Don Alexander, Stephen Peiris, Harold Algama and Cyril Algama – DIMO PLC (previously known as Diesel & Motor Engineering Company Limited) was initially only in the business of automobile sales and repairs. Since then, the company has not only grown in size but in scope of activities as well. Its team strength as on March 2015 was over 1600 employees and annual turnover was of USD 200 million (2014-2015).

DIMO PLC is ably led by Mr. Ranjith Pandithage (Chairman & Managing Director) and Mr. Gahanath Pandithage (Group CEO). While Mr. Ranjith Pandithage has an engineering background, Mr. Gahanath Pandithage has management accountancy skills coupled with auditing experience. Mr Ranjith Pandithage has a grand vision for DIMO and he guides the agriculture equipment department to focus on the bigger picture of farm mechanization rather than only on short term goals of profit generation.

Here’s looking at what makes DIMO the success it is while in conversation with its Chairman & Managing Director.

Q1: DIMO has been playing a vital role in the farm mechanization in Sri Lanka for over 2 decades. You are entering the silver jubilee year of partnership with Mahindra. Could you take us through this journey?

DIMO has been playing different roles in bringing about initiatives for farm mechanization in Sri Lanka. The tie-up with Mahindra Tractors dates back to 1991, and we are on the verge of celebrating 25 years in 2016. DIMO and Mahindra tractors have been serving customers with efficient sales and after sales support since inception. DIMO has also made consistent efforts during the last two decades to build a distinct identity for the Mahindra tractors brand and keep it top-of-the-mind with various activities and campaigns at the grassroots level. Every passing year has witnessed growth in the Mahindra tractors brand and it has a definite edge over competitors.

Q2: What as per you makes Mahindra so successful in the Sri Lankan market?

The success lies in a few key areas. Like investment in human capital. From the last 1-2 years, special emphasis has been placed on recruitment, training, team building and personnel development. These initiatives have enabled the Mahindra tractors’ team to remain dynamic, energetic and focused, and also enabled them to mould to the continuously evolving tractor market. Customer Relationship Management is another focus area. Close rapport and listening to customers has enabled Mahindra Tractors and DIMO to deliver beyond what the competitors offer.

Q3: You’ve talked about the ease with which Mahindra connects with its customers and DIMO enhancing this value proposition in distribution and after sales support. Can you share some insights on the value propositions you offer to your customers?

The ability of farmers to directly be in touch with DIMO has had a greater significance. With more than 50 DIMO owned touch points across the country, farmers can directly liaise with the company regarding sales, spares and after sales. This also enables DIMO to give prompt attention to their concerns and understand their needs. DIMO also has a 24-hour customer helpline for instant communication. The company makes it a point to address their concerns and follow it up till a solution is provided and documented in the ERP system.